Product Marketing Adventures

Okay, PMMs. Have you ever walked into a company with no real product marketing function and wondered where on earth to begin? In this episode, Matt Agnew shares how he did exactly that. With 15 years of B2B SaaS product marketing experience behind him, he was hired into a well-established enterprise SaaS company with almost 100 product managers, one product marketing manager and a very capable intern.Matt walks us through his case study: discovering that product marketing was already happening across nine different teams without the name or the strategy, then choosing to listen before doing. He booked meetings high and low in the org chart, grouped what he heard into themes, and sprinkled in his experience to build credibility. We take a look at how that earned him early wins, including getting a new concept in front of sellers about two months faster, and how it moved the team from reactive to proactive.From there, we turn the story into a playbook for PMMs and PMM leaders. Make allies on the teams that matter, learn to play the game, present to executives like it’s the first time, and tie everything to both business goals and your stakeholders’ personal goals. Matt also shares how he made the case for headcount with a capacity dashboard, why he’d hire for creativity and presentation skills over industry experience, and what an art gallery audience taught him about demos.We wrap with a messaging critique of REI Co-op, covering why its content-first blogging builds trust, and the missed opportunity of treating “hobby hoppers” as one-product shoppers. Matt also gives a shout-out to Katie Barnes, who taught him a lot about confidence.CHAPTER MARKERS00:00 Introduction00:36 Building PMM Case Study01:02 One PMM For 100 PMs02:31 Hidden Product Marketing09:48 Stakeholders High And Low13:41 Sales Enablement Early Win16:20 Proactive PMM With AI23:38 Playbook Step One Allies29:50 Tie Work To Goals32:39 Building The Team36:30 Protecting Headcount37:23 Hiring For PMM Skills42:47 Playbook Recap44:23 REI Messaging CritiqueLINKSMessaging Critique (REI Co-op): https://www.rei.com/Connect with Matt:LinkedIn: https://www.linkedin.com/in/matthew-agnew-product-marketing/Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/Website: https://www.productmarketingadventures.com/

If you’re anything like most marketers I know, your best work is scattered across Slack threads, half-finished decks, and a Google Doc you’ll never open again. Then when it’s time to update your resume, you try to turn months of thinking into one tidy line, and it somehow reads like you did nothing.In this episode, I’m in the hot seat while Hattie interviews me about why that’s becoming a bigger problem in the AI era. A resume is fine, but it’s not proof, and when everyone can generate “polished” in seconds, the real differentiator becomes the thinking underneath the work.That’s exactly why I built Dusted. As the founder, I describe it as GitHub for marketers, a place to turn your work into proof of your expertize and preserve your career memory so it doesn’t disappear into a folder you’ll never find again.We also get into the line between sharing your experience and respecting your employer, how anonymising case studies can help, and why making your expertize visible can create leverage in your career. If you want one practical next step, we’ll give you a simple way to start (and yes, Dusted is free).LINKSDusted:  https://dusted.io/ Connect with Hattie:Website: https://www.productmarketers.com/   LinkedIn: uk.linkedin.com/in/hattiethepmm Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ Website: https://www.productmarketingadventures.com/ 

Okay, PMMs. I think most of you are going to agree with this thought.Really great product marketers stand out early in a new role by how they act when they first start.When a PMM joins a new company, the best ones don’t try to prove themselves with a big launch in week one. They listen. They talk to the people in the work, not just the people in the org chart. They pay attention to the problems that keep coming up, then they figure out where those problems are actually affecting the business. And when they find something important, they jump on it. They collect an early win, and their reputation gets a boost for the better.That’s exactly what Jeremy Moskowitz did when he joined Mural as VP of Product Marketing. He spotted a problem he hadn’t been hired specifically to solve, built something surprisingly simple to fix it, and it helped sales win the biggest deal of the year.In this episode, Jeremy shares how that early win turned into a CEO-level innovation narrative, how it got used directly in customer conversations, and how it eventually scaled across the field through enablement and discovery talk tracks.We also break down his playbook for making an impact early in a new PMM role, plus a messaging critique of ServiceNow CRM and why brand halo can make bold claims feel believable.LINKSMessaging Critique (ServiceNow CRM):  https://www.servicenow.com/au/solutions/crm Connect with Jeremy: LinkedIn:  https://www.linkedin.com/in/jeremymoskowitz/Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ Website: https://www.productmarketingadventures.com/ 

It’s easy to look at companies like Microsoft, Cisco, Salesforce, or ServiceNow and assume enterprise PMM must be a dream job because the resources are endless. Then you get inside and realise the resources are real, but they’re spread thin across hundreds of products, thousands of sellers, and a matrix org where your launch is competing for attention from day one.That’s why I brought in Anna Startseva. Anna’s done product marketing across the full spectrum, from startups to mid-size companies to ServiceNow, and she’s lived the “solo PMM in a massive machine” reality. In this episode, she shares what it actually takes to create clarity for the field when you’re launching into a mature, crowded category and you can’t afford vague messaging.We go behind the scenes on how she approached the launch: starting with the internal ecosystem and alignment (yes, the meetings), then building a Messaging House as the foundation that everything else can scale from. Anna also breaks down how ServiceNow uses a grounding layer for AI (Nucleus) so teams can move faster without losing consistency, and where she still insists on doing the human work manually.We wrap with a practical enterprise PMM playbook you can steal, plus a messaging critique of Microsoft Copilot: what’s working, what feels generic, and why distribution matters more than your landing page in an enterprise motion. If you’re new to enterprise PMM, Anna’s final advice is simple and slightly painful: learn where you sit in the company ecosystem first, because it makes everything else easier.LINKSMessaging Critique (Microsoft Pilot): https://copilot.microsoft.com/ AI tool mentioned: Evidenza Connect with Anna:LinkedIn: https://www.linkedin.com/in/anna-startseva-pmm/ Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ Website: https://www.productmarketingadventures.com/ 

Product teams are shipping faster than ever, and PMMs everywhere can feel the gap. Product velocity has changed, but a lot of us are still working in old quarterly rhythms, which means you end up reacting to launches and requests instead of driving strategy.In this episode, I’m joined by Steven Schuler, who’s spent his career at the leading edge of major tech shifts, from mobile marketing to customer data infrastructure to AI-powered products. Steven’s focus now is helping PMMs operate in an AI-first world by building systems that scale knowledge, rather than just producing more content faster.We unpack Steven’s 3D product marketing framework, data, decision, delivery, and why most teams get stuck in delivery because it’s visible and endless. Steven shares what an “always on” system can look like, the kind that collects, synthesises, and flags what matters so you can spend more time in the decision layer where strategy actually happens.We also get into how to build the foundations for this, including mapping where truth lives inside your org, getting the right stakeholders involved, and creating “golden docs” that keep AI outputs consistent with your product, market, and voice. To wrap, we do a quick messaging critique of Peacock and talk about why clarity and brand equity matter, plus Steven’s final advice on where PMMs should focus if they want AI to create leverage, not more noise.LINKSMessaging Critique (Peacock): https://www.peacocktv.com/ Connect with Steven:LinkedIn: https://www.linkedin.com/in/steven-schuler/ Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ Website: https://www.productmarketingadventures.com/